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While rooted in traditional marketing principles, successful fashion marketing presents a unique set of opportunities and challenges. Fashion Marketing: A Global Perspectiveis the first text to engagingly present marketing theories and practices as they specifically relate to apparel, home goods and other design-driven products. Using a variety of contemporary examples, the text details how fashion marketers develop and apply marketing strategies that meet consumer needs at a profit. Topics covered include: consumer and organizational buying behaviour, market research, market segmentation, product planning and positioning, pricing, retailer relationships and additional classic marketing theories and practices as they relate to design. In addition, Fashion Marketingexplores contemporary issues such as technology, social responsibility and ethics, sustainability and globalization in depth and considers effective strategies for various economic climates.
Patricia Mink Rath is a consultant in marketing education in Winnetka, Illinois. She teaches courses in consumer behavior, fashion merchandising, and retail buying. Richard Petrizzi is an Associate Professor in the Marketing and Management Department at the Illinois Institute of Art, Chicago. Penny Gill is is President of PWG Communications Inc., White Plains, NY.
Table of Contents
Defining Fashion Marketing and How it Works Developing and Maintaining Profitable Customer Relationships Participating in the Global Fashion Marketplace Understanding the Fashion Consumer and Business Buyer Behavior Building a Fashion Marketing Strategy Creating a Company Marketing Strategy Obtaining and Using Fashion Marketing Information Creating the Right Relationships with Fashion Customers Focusing Marketing Mix Elements on the Fashion Consumer Branding Strategies for Fashion Goods and Services Developing New Fashion Products and Monitoring their Life Cycles Pricing: Identifying and Promoting Customer Value Fashion Marketing Channels and Supply Chain Management Fashion Wholesaling and Retailing (from a Marketing Viewpoint) Communicating Fashion's Value through Promotion Promoting Fashion Goods and Services Promoting Fashion through Personal Selling and Direct Marketing Fashion Advertising, Sales Promotion, and Public Relations